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Key Account Management and the 80/20 Rule
training courses in key account management

Key Account Management (KAM) is based on a simple rule that 80 percent of an organisation's skills come from 20 percent of it's clients. The cause of this generalised pattern is multi-faceted, resulting from varying client size and proportion of sales and revenue. KAM is, in short, recognises that not all accounts are the same and gives priority to those that are more important to the organisation's overall interests.

 Similarly, if a client has an important or well-known brand name or image they may become key accounts as they generate interest from other angles.

Beyond Simply Sales

Effective Key Account Management reaches inside both seller and buyer organisations, so Key Account Management is undoubtedly more complex and more difficult than simple sales activity. But in businesses today, the stakes are high, and powerful customers expect no less from their suppliers now, so Key Account Managers must be well equipped and skilled to treat them as they deserve. Effective Key Account Management will enable you and your organisation to:

  • Increase your ability and confidence in managing strategic accounts
  • Enhance your skills in interfacing more effectively with key customers
  • Have a deeper understanding of your customer and better long-term relationships
  • Apply our best practice planning template during the course to a key account of your choice
  • Gain a deep understanding of the total process of key account management
  • Learn to focus your time and attention appropriately in the development of key accounts.

Building Accounts Strategically

Gain A Clear KAM Strategy

Building high-contact, high-involvement relationships with the organisation's most important clients can substantial grow business and result in significant cost savings for both parties. In this way, KAM introduces concepts of flexibility, integration, and innovation into the account management process. Initiating a key account and forming the groundwork for a strong relationship, however, requires a significant amount of resources and investment. For this reason it is crucial that the selection and prioritization of key accounts is closely considered.

Key account management is a heavily researched field, primarily due to the undeniable competitive advantage it provides. In order to create effective KAM, organisations must implement well defined methodologies based on clear analisis and identification of the potential accounts to be prioritized. Regular training and up-to-date knowledge of KAM best practice and relationship building techniques makes all the difference.

  • Identifying and prioritising key accounts and measuring their profitability
  • Developing a deep understanding of the customer
  • Developing customer-focused strategies
  • Pricing for key accounts
  • Contact management and communication
  • Commercial strategies for key accounts
  • Conflict management and negotiation
  • The internal selling role of the key account manager.

Training Courses in Key Account Management

From presentation and negotiation techniques to business analysis and action planning, the range of necessary skills driving an effective KAM strategy is broad. Courses for key account management are often multi-day or week-long programmes covering each aspect and variable independently. They are extremely valuable in terms of increasing revenues and ensuring lasting business relationships with crucial clients.An investment in Key Account Management training courses ensures:

  • A best practice template to use on all their key accounts
  • More effective key account managers
  • An improved understanding of customers and better long-term relationships.

Whether you are an account manager from a major global firm or a small business owner hoping to identify primary sources of revenue, courses in Key Account Management can bring organisational objectives within grasp. Those benefiting most from KAM training will likely be:

  • Current account and sales managers hoping to progress into a key account management role.
  • Practising key account managers seeking to ensure they manage key relationships appropriately and profitably.
  • Senior sales people and major account managers aiming to develop customer relationship management skills.
  • Procurement managers who would like a different perspective on supplier relationship management and collaborative business-to-business relationships.